Customer segmentation

A customer segment = a group of people with shared needs.

This is a core marketing principle.

Notice that no mention is made of demographic information (B2C) or job titles (B2B).

If you have a clear understanding of the customer segments that you are communicating with, your marketing will be more effective.

There will be higher levels of message repetition.

Customers will get a better feeling about you, as your messages will be relevant to them.